Although the majority of design products display aesthetic qualities, designers work usually in ways that are rhetorical, that is, they produce a material artifact to influence diverse publics. Design thinking and making skills backed up...
moreAlthough the majority of design products display aesthetic qualities, designers work usually in ways that are rhetorical, that is, they produce a material artifact to influence diverse publics. Design thinking and making skills backed up by knowledge and theories from other disciplines such as the liberal arts and social sciences will become increasingly important for graphic design to progress and stay relevant. In this paper we address the intersection between rhetoric, semiosis, and design, and argue that rhetoric and design are closely intertwined and that the discipline of Graphic Design is quintessentially visual rhetorical practice. After all, does not the designer invent a compelling visual argument, arrange it by design using manifold devices of style and figures, and deliver it with effect and elegance? With thanks to David Peters and Rhonda Rubinstein for their assistance Graphic Design produces composite artifacts in diverse communicative form and media for a vast variety of situations. In today's world it is an omnipresent, aesthetic-rhetorical phenomenon, one that is culturally loaded. It has an influential presence in the public sphere and its products are made meaningful through culturally derived ways of seeing and understanding. People use graphic artifacts and all sorts of everyday objects in rhetorical ways, turning them into signs and symbols in the process. The Thames+Hudson Dictionary of Graphic Design and Designers describes graphic design as a generic term for the activity of combining typography, illustration, photography and printing for purposes of persuasion, information or instruction. Also known as Visual Communication Design, Graphic Design ranges so widely in its shapes, functions, and audiences that we often fail to see its coherence or underlying structure. Despite producing work with unquestionable aesthetic qualities, designers work usually in ways that are rhetorical; that is, they produce material artifacts to influence or persuade diverse publics and thus act as a social amplifier of messages, trying to tell well what someone has to say. The practice of graphic design is a kaleidoscope of images, fonts, layout, and colour; of logos, brochures, and labels; of packaging, signage, and exhibits; of magazines, brochures, and displays; of ads, posters, and digital work. More complex and elaborate graphic projects such as corporate identities or orientation systems may require the collaboration of various specialists working together to produce a fitting visual result. Although designers configure symbolic imagery, great talent with graphic-making tools alone (such as typography, photography, illustration, layout and software programs) doesn't make you a designer because graphic design is not just about arranging and visualizing formal aspects of design. If the configuration of a visual artifact is not created to serve the needs of the intended public, it is useless, even if it is aesthetically pleasing. Graphic designers concern themselves with the meanings visual artifacts may acquire by their users. To create a design artifact that effectively addresses the intended audience, one has to identify issues of communication, analyze the situation, context, and audience, and then select the appropriate graphic configuration for the artifact. However, the great majority of literature on the field still fails to acknowledge the rhetorical richness so characteristic of this hybrid form of communication and expression and instead prefers to stress and applaud primarily its aesthetic characteristics. Graphic Design teaching today is mostly rooted in a professional model of tacit knowledge and technical skills rather than in a model of promoting knowledge and inquiry. If design wants to retain its relevance as a key player of visual practice it is indispensable that the excellence of this visuality be nurtured. Design thinking and making skills, backed up by knowledge and theories from other disciplines such as the liberal arts and social sciences, can gain enormous